"European fabric manufacturers seeking new business in China should concentrate on quality," says Ermenegildo marketing manager Bruno Landi. 

Recently returned from the Shanghai Intertextile event, Landi believes that many first-time exhibitors from Europe limit their chances of making serious sales by failing to appreciate the Chinese taste for top quality merchandise.

"Moreover, over the three years we have been taking part in this event we have seen the demand for fine fabrics increasing year on year.

"Typical of this trend is the interest shown in our own Master Loom collection which this year attracted 80 per cent more business than when we offered a similar range to Shanghai traders in 2002," he says.

By Sonia Roberts.